Unveiling the Exhilarating World of Anime Expo 2023

Anime Expo, the largest anime convention in the US and possibly the world, once again took place at the Los Angeles Convention Center in Downtown LA. Drawing an impressive crowd of 160,000 attendees (with over 380,000 turnstile), anime enthusiasts from all corners of the globe flocked to be a part of this unparalleled anime extravaganza.

Established in 1992, AX originally started in San Jose, California and boasted a humble attendance of 1,750. However, in 1994, the convention found its new home in Southern California, forever etching its place in history. Anime Expo offers a plethora of attractions, including captivating panels, lively cosplay gatherings, a grand masquerade for cosplayers to showcase their performances, an immersive exhibit hall, electrifying concerts, and much more.

A Look Inside Anime Expo 2023

With Anime Expo being a prominent event, attendees often find themselves feeling overwhelmed. However, there were still enough attractions and activities to make the overall experience worthwhile. One of the highlights for dedicated Otome fans was Hiroto Kuramasu's appearance, where he cosplayed official characters from the Ikemen series. Attendees had the chance to participate in "kabedon" scenes with him, win prizes through trivia shows, and attend a panel where he shared his knowledge of Otome game history. Exclusive goods and official merchandise were also available for purchase.

Inside the exhibit hall, both international and domestic vendors like Aitai Kuji, J-novel, Bellzi, and Hot Topic showcased exclusive merchandise and held demonstrations exclusively for attendees. Aitai Kuji even brought two special guests to their booth - Peachymilky, a professional model and cosplayer from Japan, and Sasara Sekine, a former Idol. As an Anime Expo exclusive offer, they provided coupon codes that allowed attendees to save up to 1,000 yen on future purchases.

At AX, a renowned publishing company called J-novel from Kanagawa showcased their latest localized novels while also offering sneak peeks of upcoming publications. Pioneering the realm of Japanese publications, J-novel goes the extra mile by providing audiobooks narrated by professional voice actors, a user-friendly website that features a vast library to explore, a live-streaming service to witness the translation process in real-time, and even rental options. Their extensive range of products can be easily purchased through their own platform as well as various third-party retailers.

Cuteness Is Crucial

There's no anime convention without a touch of adorable, and Bellzi ensures that it is always present. Starting out as a small business, they began crafting their products by hand, making each one 100% unique. Bellzi is dedicated to providing a one-of-a-kind experience for fans, so much so that they have a section on their official discord server solely for suggestions. What sets Bellzi apart is their standout marketing techniques and their belief in the importance of trial and error. In addition to their limited edition plushies, which feature unique versions of Bellzi's logo, they build anticipation by releasing teasers every day leading up to a product launch. These teasers include videos, photos, backgrounds, character stories, and more. The most recent release, the "Fancy Ducky," was unveiled and available for purchase at Anime Expo, marking Bellzi's 10th anniversary. Each plushie also has its own character and an exclusive backstory featured on the official website. Bellzi's motto is simple yet powerful: "We sell everything cute!" - Bellzi (official slogan).

The Video Games and The Waifus

Hot Topic's annual appearance showcased a captivating new theme in its expansive section, designed to resemble an entertaining playroom. The immersive experience featured an array of delightful attractions, including a thrilling slide, a captivating claw machine, a cutting-edge 360-degree camera station, and an exclusive opportunity to capture a memorable picture with the beloved characters Kurumi and Kuromi from My Melody. Additionally, within the retail area, Hot Topic offered a sneak peek of their highly anticipated upcoming collection for October. This stunning collection boasts two stand-out pieces: a charming frilly jumper and an enchanting heart purse.

HYTE, the popular seller of game accessories, showcased its presence in the entertainment hall with a three-part booth. The booth offered an immersive interactive experience, a dedicated space for showcasing unique merchandise, and an area for collaborating with partner companies. What started as a passion project in 2015 among a close-knit group of friends, HYTE ventured into designing exclusive game accessories with anime-inspired themes. Recognizing the widespread fascination for anime and video games, they formed partnerships with various developers including Intel, The Last of Us, and most recently, Hololive. The company's growth has also led to collaborations with renowned brands like iBuyPower, known for their custom and official game consoles based on popular franchises. HYTE's success was further celebrated through a free-to-play tournament of Street Fighter 6 at the convention, complete with live in-game commentary.

Their secret lies in the longevity of their products, achieved through UV printing, tailored power solutions, and extensive planning that begins six months in advance. This meticulous approach entails constant feedback, communication, and approvals from clients and partners, as well as continuous experimentation and investments. Regular communication with the artist, detailed rendering cases, and sketches are just scratching the surface of the process. Notably, this past weekend marked the release of their third collaboration with Hololive, showcasing a complete gaming set. HYTE's business model prioritizes innovation and unleashing creativity.

However, a game is incomplete without a name. Yostar took the initiative to prioritize the attendees' experience, creating separate areas tailored to different activities. To keep things exciting, Yostar unveiled a dedicated space featuring four different games spread across four days. On the main stage, they hosted electrifying live performances and a DJ remix set, while also offering engaging Q&A sessions, autograph signings, and more, ensuring visitors had a complete package of entertainment. On the side, merchandise was available for sale, but it flew off the shelves in no time! Fortunately, all hope was not lost as attendees were also given the chance to participate in game challenges and quiz shows, with the opportunity to win fantastic prizes completely free of charge.

Fuel for the Fire

The Los Angeles Convention center optimizes its space efficiently, and nothing is more crucial than replenishing your energy during the convention. Wild Bill's Soda showcased not one, but two stands in both the South and West halls, offering limited edition AX 2023 exclusive mugs. As expected, the demand was overwhelming, resulting in a sold-out status within the first day. Nevertheless, no cowboy is caught off guard! Regular mugs were still readily available, accompanied by the enticing opportunity to enjoy unlimited refills of their carefully crafted soda.

Right afterwards, depending on which hall you were at, there was a celebration of Webtoon's collaboration with McDonald's. Attendees had the chance to take their own pictures in a Webtoons-inspired McDonald's photo set. And for those who love fashion, ROMWE had an impressive wall of showcases featuring anime-themed fashion displays. Additionally, there was an opportunity to get your very own anime-like AI portrait and watch a captivating mini Card Captor Sakura transformation video.

Embracing The Artist

Super FamiMart, the sister store of COPIC and Hero Wares and Supplies, showcased their own tables in the artist alley. Along with offering their exclusive AX 2023 markers, COPIC provided attendees with the opportunity to practice working with authentic manga screentones. Moreover, for select purchases, attendees were given a complimentary token to utilize on a gashapon machine, which dispensed mini COPIC marker trinkets.

Super FamiMart, a clever tribute to the renowned Japanese convenience store, Family Mart, has joined forces with Hero Wares and Supplies to offer a delightful array of Nintendo-themed merchandise for fellow adventurers!

Always Room for Improvement

Attendees widely praised Anime Expo 2023 for significant improvements in line management and organization. However, given the scale of this convention, there is constant room for further enhancement. One prevalent issue was the failure to clear rooms between panels, resulting in attendees being compelled to stay for uninteresting panels or risk losing their spots. Consequently, many felt unable to fully maximize their experience, leading to frustration. Moreover, the absence of premiere badges restricted all attendees to a single line, causing a significant increase in online and on-site traffic. Notably, long-time visitors observed a concerning lack of safety precautions, as security ceased checking bags and props, while metal detectors were omitted. Although this expedited the line, it heightened the risk of real weapons and potential mass attacks, sparking concerns reminiscent of the 2018 gun threat. Fortunately, such incidents did not occur, but another safety concern arose when the Fire Marshal had to intervene multiple times to control the overwhelming crowd at the convention center entrance.

Nevertheless, every problem presents an opportunity for a solution. Attendees, guests, and other patrons took to social media platforms to propose solutions such as implementing a lower attendance cap, reintroducing premiere fan badges, organizing events at nearby hotels like the JW Marriott, and offering additional incentives to volunteers. These measures aim to ensure that the convention is adequately staffed and allows for a more enjoyable and secure experience for all.

Anime Expo pre-registration for next year is not yet available. Follow their Twitter for regular updates.